Dr. Bernard LEE

Assistant Professor and Marketing Concentration Coordinator

E-mail:   blee@hksyu.edu
Telephone:    +(852) 2804 8533
Office: RHB 416
Academic Qualifications
  • PhD (University of Nottingham)
  • DBA (University of Newcastle)
  • MSc (University of Hong Kong)
  • MBA (University of Edinburgh)
  • BSc(Hons) (University of Bradford)
  • BEd(Hons) (University of Nottingham)
Professiomal Qualifications
  • MHKIM 
  • FiProA 
  • Member, The Chartered Institute of Marketing
  • Chartered Marketer, The Chartered Institute of Marketing
Courses Taught
  • Consumer Behaviour
  • Marketing Strategy
  • Principles of Marketing
Selected Publications
  1. Lee, B. (2019). Brand Heritage:  A Case Study of Tong Ren Tang, 2019 Multi-visual Exploration: A Symposium on Chinese History Education in Cross-Straits and Four Places (多元視覺探研:兩岸四地中國歷史教育學術研討會), at The Hong Kong Museum of History, organized by The Hong Kong Shue Yan University, 11 Jan 2019 (Platform presentation)
  2. *Tsui, A.S.C. & Lee, B. (2018). Higher-order Goals, Trust-in-leader, and Self-efficacy as Mediators of Transformational Leadership Performance: The Case of Multi-level Marketing Organizations in China, Journal of Information Technology Applications and Management, Vol. 25 (4), 79-114, December 2018. 
  3. *Both authors make equal contributions to the journal paper. (KCI, Created by National Research Foundation of Korea and Thomas Reuters, 1st Tier Journal Paper in South Korea)
  4. Lee, B. & Yau, O.H.M. (2018). Forbearance in the Chinese Business Setting, Journal of Euromarketing, Vol. 27, 3-4 (2011 RG Impact factor: 0.83).
  5. Lee, B., Kwong, R. & Chan, W. (2018). Introduction to Business Studies, Volume 1: Management and Financial Studies, 2nd Edition, Hong Kong: The Hong Kong Shue Yan University. (Refereed Business Book) ISBN: 978-988-14682-8-4
  6. Lee, B. & Wong, G. (2018). Beauty of Generation Yers: Love and Hate, Proceedings of the 24th Cross Strait Conference of Information Management Development and Strategy (CSIM 2018), jointly organised by The University of Hong Kong, Chinese Society of Information Management and Association for Information Systems Hong Kong, 24 – 26 August, 532 – 542. (Article in Refereed Conference Proceedings)
  7. Lee, B. & Tsui, A.S.C. (2018). Higher-order Goals, Self-efficacy and Trust-in-leader as Moderators of Transformational Leadership Performance: The Case of Multi-level Marketing Organizations, Proceedings of the 20th International Conference on IT Applications and Management in Osaka, Japan, jointly organised by the International ITAM Society, the Korea Databse Society and the Kindai University, 27 – 30 June, 27 – 41. (Article in Refereed Conference Proceedings)
  8. Lee, B. & Yau, O.H.M. (2018), Forbearance in the Chinese Business Setting, Proceedings of 27th World Business Congress, co-organized by International Management Development Association (IMDA) and Hang Seng Management College (HSMC), Hong Kong, 10 - 14 June, 135 – 144. (Article in Refereed conference proceedings) (Best Paper Award)
  9. Lee, B. & Tsui, A.S.C. (2017). The Influence of Traditional Chinese Value on an International Chinese IT Organization, Journal of China Marketing, 6, 67- 82.
  10. Lee, B. & Yau, O.H.M. (2017). Customers’ Forbearance, the Chinese Way, Oxford Business & Economics Conference (OBEC) in Said Business School (SBS), University of Oxford, sponsored by the Association for Business & Economics Research, and the Oxford Journal: International Journal of Business & Economics, 1 & 2 July, 2017. (Plafform presentation & Conference Paper)
  11. Lee, B. & Yau, O.H.M. (2016). Developing a Scale for Ren Orientation, Proceedings of 16th International Conference on IT Applications and Management. 205 - 219. (Plafform presentation & Conference Paper)
  12. Lee, B. &  Tsui, A.S.C. (2016). The Influence of Traditional Chinese Value on an International Chinese IT Organization,  5th  International Conference on Business Anthropology in Beijing, organized and co-sponsored by the Institute of Business Anthropology, Shantou University and other academic institutions in China, 25 – 26 June, 2016. (Plafform presentation & Conference Paper)
  13. Wan, J. and Lee. B. (2016). An Exploratory Study of Factors Affecting Women’s Promotion to Senior Management in Hong Kong”,  5th  International Conference on Business Anthropology in Beijing, organized and co-sponsored by the Institute of Business Anthropology, Shantou University and other academic institutions in China, 25 – 26 June, 2016. (Plafform presentation & Conference Paper)
  14. Lee, B. (2015). A China-based EV Corporation: The Rise of The First-Mover,  4th  International Conference on Applications of Anthropology in Business in Tianjin, organized by the Business School at Tianjin Finance and Economics University, China and co-sponsored by the Institute of Business Anthropology, Shantou University, the North America Business Press and other academic institutions in China, 22 – 25 May 2015. (Platform presentation and Article in Refereed conference proceedings)
  15. Lee, B. (2015). The Historical Success of Li & Fung in the Last One Hundred Years”, International Conference on Hong Kong History (「香港史」國際學術研討會), Hong Kong, jointly organised by The Hong Kong Shue Yan University and The Hong Kong Institute of Education, 10 - 11 April, 2015. (Article in Refereed conference proceedings)
  16. Lee, B. & Fong, K. (2014). A Case Study of BYD's Green Panacea in Pearl River Delta, Symposium on History and Culture, and Policy in Guangdong, Hong Kong and Macau(粵港澳歷史文化及公共政策學術硏討會), jointly organised by The Hong Kong Shue Yan University and The Sun Yat Sen University, 7 November 2014. (Platform presentation and Article in Refereed conference proceedings)
  17. Lee, B., Man, T.W.Y.,  Ennew, C. and Yau, O.H.M., (2014). Conceptualization of Ren Orientation and Its Management and Marketing Implications, Proceedings of 2014 IACMR Conference on Exploring New Concepts and Theories from Chinese Management, Beijing, organized by International Association for Chinese Management Research, 18-22 June 2014. (Platform presentation and Article in Refereed conference proceedings)
  18. Wong, B., Lee, B. & Kwong, R. (2014). Essentials of Commercial Banking in Hong Kong, Singapore: McGraw-Hill. 14 -21, 32 - 42. (Refereed Textbook) ISBN:978-9-814-62793-1
  19. Lee, B. & Tsui, A.S.C. (2014). The Impact of Chinese Culture on a Global Legendary Corporation: Lenovo”, 2nd International Conference on Contemporary Cultural Studies, Singapore, organised by Global Science and Technology Forum, 24 – 25 November 2014. (Platform presentation and Article in Refereed conference proceedings) (Best Research Paper Award)
  20. Bougoure, U. & Lee, B. (2009). Service Quality in Hong Kong: Wet Markets vs Supermarkets. British Food Journal. 111(1), 70 - 79. (2009 RG Impact factor: 0.752).
  21. Lee, B. & Bougoure, U. (2008). Service Quality: A Study of Retail Service Encounters in Hong Kong, Proceedings of 2008 37th EMAC Conference on Marketing Landscapes: A Pause for Thought, Brighton, organized by The University of Brighton, (27-30 May 2008). (Article in Refereed conference proceedings)
Research Interests
  • Consumer Behavior
  • Services Marketing
  • Marketing Strategy